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It was on an aircraft, late at night, that a former investment banker had the
idea that he thinks could change the world.

Staring at safety instructions in English and Portuguese, Jaber Jabbour asked
himself why two European languages using the Latin alphabet could sound so
different.

Then it came to Mr Jabbour, whose native tongue is Arabic: why not devise an
alphabet that allows words to be spelt out exactly as they sound? Not just
in English but any language. The next morning he began doing just that.